Just a few weeks after adding video to its service, Instagram has announced Wednesday that it plans to allow users to embed their photos and videos across the web. It’s a long-requested feature that will come as good news to a lot of users, particularly journalists and the media — a demographic Instagram is trying to attract.

Embedding photos and videos will make it easier for news outlets to add Instagram content to their sites, which is imporant as Instagram looks to distinguish its video content from that of its biggest competitor, Twitter’s Vine app (which has allowed easy embeds since March.)